国内传媒咨询业的发展与困境--基于交易费用理论的分析

摘要

With the development of media industry,media consulting industry came into being,both of whose scale and level play an significant role in the sustainable development of media industry. There exists a phenomenon that in our country media consulting industry has lagged far behind com-pared with the development of media industry.In view of this,previous studies tend to blame the im-maturity of the consulting industry market,the shortage of talents,the inferior quality of service and even other factors.However,circular reasoning exists in such analysis so that the corresponding sug-gestions lack a solid theoretical basis.It is one of the theoretical bases in understanding the current situation and the future trends of media consulting industry that explains and analyzes its nature and growth conditions in the perspective of economics.Transaction costs are the economic nature of media consulting services,so media consulting industry will be generated automatically when in a free mar-ket.The transaction whose type is political restricts the development of China’s media industry.And this type of transaction costs can’t be reduced by lowering consulting services but can only by refor-ming the management system of the existing media industry,and then the efficiency of using media re-sources will be improved.%传媒咨询业是随着传媒产业的发展而出现的，其规模和水平对传媒产业的可持续发展具有重要作用。对于我国传媒咨询业发展相对于传媒产业发展明显滞后这一现象，以往研究往往将其归咎于咨询业市场不成熟、人才短缺、服务水平低下等因素，但这类分析中存在循环论证，使得相应的对策建议缺乏坚实的理论依据。对传媒咨询业本质的经济学解释和成长条件的经济学分析，是理解我国传媒咨询业现状和未来走势的理论基础之一。交易费用是传媒咨询服务的经济本质，在自由市场中，传媒咨询业会自动产生。政治型交易费用是我国传媒产业发展的制约因素。政治型交易费用不能通过咨询服务而降低，只有通过改革现有的传媒产业管理体制才能降低政治型交易费用，进而提高传媒资源的使用效率。